. >> jeremy and steven, avid climbers wrote a proposal for a climbing gym. they went their separate ways after graduation but continued to pursue their idea. >> we have the capabilities so we figured out why not. >> from the start their roles have been define. jeremy works in finance in boston came up with projections and models and he and steven pitched the idea to their families. hen they brought on a third friend. >> do you want to be a part of this. we trust you. i said yes but i want equity. and so that's how i got into the mix. >> operations guy, can sell anyone anything. great at sales and marketing and pr. i'm the creative type. i can, you know, design and build. jeremy is the finance guy. with my vision, jeremy's capabilities and lance's execution the roles were so clearly define from the beginning. >> with funding and a management team in place steven took over the creative responsibilities. he searched around new york city for more than a year before securing a lease on a 100-year-old warehouse in brooklyn that used to house newspaper delivery tru